What’s in a Brand?

Your company’s brand is more than just your logo, tagline or mission statement. Your brand is how customers perceive your business and how you stand out from your competition. Your brand is the culmination of everything you offer from product quality to customer service. So how is your brand being perceived?

I believe it is important that a brand be meaningful. All because a company says it offers “World Class Service” doesn’t mean it actually does. Actions speak louder than words and developing a brand around personal connections, great experiences, and a quality reputation will take your business further. (For a more high tech experience check out this clip from the movie Tommy Boy http://youtu.be/mEB7WbTTlu4.) If your business is “green” and that is important to your customers, make sure you are following through with it in your company’s culture and processes. Encourage car-pooling or bicycle commuting amongst your staff, use recycled paper, and volunteer some time to clean up the local park. By aligning your products and services with your brand message, you are reinforcing your commitment to trust and loyalty.

Start conversations with you customers. Get them involved in your business and help make them feel included. Customers are your greatest advocates. If you have ever read The Tipping Point by Malcolm Gladwell, then you know about “Mavens” and “Connectors.” These types of customers will help spread the word about your business or organization. They know everybody and they love to talk. I’m sure you can think of a real life example of someone you know. These people are the apotheosis of how Grassroots Marketing works and they will help elevate your brand in the community.

One of the best ways today to foster these personal connections with customers is by using social media. Platforms such as Facebook, Twitter and Google offer valuable opportunities to connect with your patrons and grow your brand. Use these services to start conversations and listen to your customers. Your brand is important, so take advantage of all the tools available and use it to make a statement.